Facebook is by far the world’s largest social media platform with nearly 3 billion monthly active users (MAUs) and counting. To put this figure in perspective, nearly 37 percent of the world’s population uses Facebook every month though they are still laying people off because of the recession. Clearly and moreover, for businesses and social media marketing managers seeking to grab the attention spans of their target audience, Facebook should be a key component of their marketing strategy.
While the size of the business opportunity is large when you invest in Facebook Marketing Strategies to engage with potential customers and promote your products and services, the risk of opportunity loss is equally large if you make mistakes in strategy or execution.
Here are the first 4 common marketing mistakes that you should avoid in order to make the most of your Facebook Ad Campaign and social marketing on this platform.
Mistake # 1: Failing to Identify Your Target Audience
As a giant social media platform, Facebook gets website traffic in large numbers from all demographics. Your advertising or marketing efforts would be lost in this complex maze if your social content or ad copy fails to address a specific audience that would be most interested in your brand. Therefore, you must carefully define your ideal customer segments and build a laser focused ad campaign and thoughtful social content to reach those Facebook users in order to maximize your return on ad spend.
Mistake # 2: Pursuing an Over-aggressive Marketing Approach
Facebook users primarily visit the platform for social engagement and sharing their views and experiences with like-minded people. An overabundance of promotional Facebook postings, a Facebook page for your business that informs less and indulges only in hard sell, and an intrusive Facebook ad campaign is likely to drive your target audience away.
This is one of the common mistakes a social media ad manager can make in their anxiety to maximize their ROI and minimize their cost per click. It’s best to follow the time-tested 80/20 rule, which means 80% of your social content should inform, engage, and entertain, while 20% should be focused on brand promotion and advertising.
Mistake # 3: Impersonal Facebook Postings and Ad Copy
Most users perceive Facebook as a platform to connect with family and friends. In that setting, your promotional Facebook postings should focus as far as possible on the “human side” of your brand. For example, if your business is holding an event, or one of your employees has accomplished an adventurous feat or your product team has reduced the environmental footprint, these are the kind of stories that will appeal to Facebook users.
Similarly, your Facebook ad copy should be as personalized as possible so that people get interested or curious to click and check out your landing page. Make a liberal use of creative images, videos, and graphics as part of your social media marketing strategy to achieve maximum response and engagement from your Facebook audience.
Mistake # 4: Getting Obsessed with Maximizing ‘Likes’
One of the common Facebook marketing mistakes is to consider the number of ‘likes’ a post may generate as the ultimate measure of success. It’s like an ad manager who is focused on winning an award for their creative ad copy rather than focusing on how much sales the ad campaign generates. The true measure of success of your Facebook postings and ads is how many readers translate into customers and how much return on ad spend you achieve.
‘Likes’ are important because they show your audience is engaged. Moreover, the Facebook algorithm may attach more weight to posts that generate a high number of likes. But Facebook marketing strategies should not lose sight of customer conversion rates and revenues, which are the real metrics that will matter at the end of the day.
In the Part 2 we will share three more mistakes that will cover: Ignoring the Facebook Promotion Feature, Maintaining an Incomplete Business Profile and Maintaining an Incomplete Business Profile.
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